We introduce a model for the kinetics of grating formation during holographic recording in optically excitable two-state systems. An unexpected characteristic time dependence of the diffraction efficiency is found. We show that it originates from a nonlinear transformation of the light interference pattern into a refractive-index profile. Our findings strongly resemble and explain by nature the experimental data of two-state systems in general, here represented by two examples: sodium nitroprusside and terbium gallium garnet.